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Unwrap Last Minute Holiday Sales

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The holiday shopping season does not end after Cyber Monday! Consumers are spending on gifts up until the last minute, and affluent consumers are spending the most. Here are some useful facts about reaching this audience

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Unwrap Last Minute Holiday Sales

  1. 1. f ays o25 D !Rev enue Where Influence Meets Affluence™
  2. 2. Reports Indicate a Holly Jolly Shopping Season* •  Strong online holiday sales will push annual ecommerce sales to $195 billion for full-year 2011, up 16.5% over 2010. •  Online holiday sales will represent 23.9% of online retail sales in 2011, underlining the importance that November & December have on annual revenues. US retail ecommerce Cyber Monday’s record- holiday sales will rise 16.8% setting $1.25 billion —more than 5x as fast as shopping day is a total retail industry growth— significant indicator of a to $46.7 billion in 2011, up larger trend: a global from $39.9 billion in 2010 increase in online spending. *eMarketer, Holiday Sales Forecast 2011 Where Influence Meets Affluence™
  3. 3. Cater to Last Minute Shoppers The holiday season does not end after Cyber Monday! Many holiday shoppers will be waiting last minute to purchase gifts as they hold out for deals or make sure they have enough discretionary income. Remember, even a week before the holiday is not too late to reach a potential customer.Keep in mind the December dates that saw the biggest online holiday spend the past few years*: 2006 2007 2008 2009 2010 Wednesday Monday Tuesday Tuesday Monday DEC DEC DEC DEC DEC 13 10 9 15 13 $666.9 million $881 million $887 million $913 million $954 million *comScore Holiday Spending Where Influence Meets Affluence™
  4. 4. Cater to Affluent Shoppers* •  Affluent consumers are planning to spend close to $1,850 during the 2011 holiday season - an increase of 2% over 2010 and 5% over 2009 - with $1,100 earmarked for gifts for family, friends and other loved ones. •  While consumers on average plan to spend close to $630 on holiday gifts, affluent consumers plan for spend 75% more. General Pop Affluent Consumers Planned Spending for 2011 Holiday Season $112 $742 $376 $156 $153 $94 Co- $102 $63 $53 Family Gifts Candy Gifts for Other Friends worker Decor Flowers Cards Gifts for Self & Food Gifts Gifts *Forbes Insights & BIGResearch, 11/11 Where Influence Meets Affluence™
  5. 5. Big-Ticket Items Top the Affluent Holiday Wish List* •  Affluent shoppers are much more likely to plan on purchasing big-ticket items, however 90% admitted to going out of their way to find the best price. •  Their own purchasing intent has increased dramatically year-over-year. General Pop Items That Are More Likely to be on the Wish List of the Affluent Shopper +230% +112% +97% +74% +42% +21% +260% +110% +56% Satellite DVD Game Wireless Satellite Digital Mobile TV DVR System Plan HDTV Radio Camera Player *Office Pulse research, 12/11 Where Influence Meets Affluence™
  6. 6. Engage Affluents Where they Are Most EngagedAffluents are not only active shoppers, they also have very active work and personal lives. Thisrequires careful media planning that includes non-traditional communications such as newmedia channels that cater to their passions and hobbies. Travel & Style & Design Leisure News & Sports & Finance Recreation B2B Autos & Tech Food & Wine Art & CultureMartini Media leverages an array of solutions to reach affluent consumers where they are highlyengaged. By judiciously targeting consumers in the long tail, Martini Media creates a uniqueopportunity to generate mass impact by mobilizing the core influencer groups that set everyoneelse in motion. Where Influence Meets Affluence™
  7. 7. Understand Holiday Shopping Behavior During the holidays men are likely shopping for jewelry and handbags and women are purchasing items like electronics and tools. Besides Scrooge, everyone is looking for the perfect gift. Therefore, it makes sense to modify your usual segmentation and targeting strategies to account for this. Think about categorizing content/merchandise as Gifts for Her, Gifts for Dad, etc. Where Influence Meets Affluence™
  8. 8. Get In the Holiday Spirit – CreativelyThe task of reaching this audience is complicated by the fact that they are the least susceptible to simpleadvertising messages. Instead, they are most likely to respond when their curiosity is aroused by ingeniouscreative and the message is delivered within a relevant platform or environment. Martini Media offers high impact creative opportunities like site skins that are quick, easy and cost effective to implement. Where Influence Meets Affluence™
  9. 9. Get In the Holiday Spirit – CreativelyThe task of reaching this audience is complicated by the fact that they are the least susceptible to simpleadvertising messages. Instead, they are most likely to respond when their curiosity is aroused by ingeniouscreative and the message is delivered within a relevant platform or environment. Martini Media offers high impact creative opportunities like road blocks that provide 100% SOV. These creatives can be pushed live rather quickly. Where Influence Meets Affluence™
  10. 10. Offer Free ShippingA favorite offer for all marketers, freeshipping has long been relied upon to fuelonline sales, especially around the holidays.Now it is mandatory. If you are not playingthe free shipping card, you have alreadyseen many of your online sales diverted tobrick and mortar alternatives or to othersites that are shipping for free. Offer freeshipping now, and continue to use it liberallythroughout 2012. Where Influence Meets Affluence™
  11. 11. Unwrap Holiday Sales with Martini Media•  Martini Media reaches the consumers that are 2x more likely to buy and spend 3x more when they do•  High impact solutions can be implemented quickly, with little work on your end to launch last-minute holiday campaigns 1-877-871-7396•  Reach over 90MM consumers across 1000+ sites www.martinimediainc.com where they are highly engaged Join the Conversation•  We’ll do the work and you’ll see the rewards Where Influence Meets Affluence™

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